Why Does Any Company Bother To Rebrand?

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From Marriott’s Bonvoy to Slack’s ‘swastika:’ companies pour millions of dollars, along with massive amounts of intellectual and creative brainpower into a splashy new look in the form of a rebrand. But more often than not, the result is backlash, putting at question the need to rebrand in the first place. The image for this story takes the viewer to the “resting place” of old logos that have been replaced and forgotten.
Art director: Dora Godfrey
Image, animation: Shira Inbar
Published on Medium